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Intel’s Ultrabook Campaign Starts, Asus Launches Two Models

Intel’s bid to redefine mobile computing officially kicked off on Tuesday with the launch of two ultrabooks from Taiwan based Asus.

At a New York press conference, the Senior Vice President of Intel, Tom Kilroy, reported that the devices named as UX21 and UX31 are representative of more than “just another product launch” for the existing prolific PC industry.

For mobile computing, Intel believes that ultrabooks’ thin and light build and “instant-on” boot-up features will become a new sizable genre.

Kilroy, in an interview, said that to popularise the ultrabooks, Intel plans to make them the focus of the company’s “single biggest marketing campaign in 2012”. Intel is known for its typical marketing expenditures which mean that this is likely to be a multimillion-dollar investment.

Kilroy mentioned, “When we create a new category, we do it big,” as reported by Forbes (opens in new tab).

Currently, Intel believes that ultrabooks can capture 40 percent of the consumer laptop market by the end of 2012. Calling it a “practical goal” Kilroy mentioned that “post-computex” the movement is the industry is faster than what was expected.

Jonney Shih has revealed that Asus is committed to release more numbers of ultrabooks in 2012.

Ravi Mandalia

Ravi Mandalla was ITProPortal's Sub Editor (and a contributing writer) for two years from 2011. Based in Ahmedabad, India, Ravi is now the owner and founder of Parity Media Pvt. Ltd., a news and media company, which specializes in online publishing, technology news and analysis, reviews, web site traffic growth, web site UI. Ravi lists his specialist subjects as: Enterprise, IT, Technology, Gadgets, Business, High Net Worth Individuals, Online Publishing, Advertising, Marketing, Social Media, News, Reviews, Audio, Video, and Multi-Media. He has also previously worked as Dy. Manager - IT Security at (n)Code Solutions.